Cognitive technology streamlines multi-channel support
Although most customer care interactions take place on the phone, the customer service experience is increasingly multi-channel. Digital will overtake phone interactions within two years. Social media is quickly
becoming the first choice for digital customers, but 60 percent of contact centers don’t support channels like Twitter, Facebook and Yelp. The public nature of these websites as customer service forums presents
both the opportunity to strengthen the brand and the danger of a public relations firestorm. Many major consumer brands have integrated social media into their customer service strategies. However, they
often lack the resources needed to manage overwhelming volumes of social interactions.
Cognitive technology can streamline triage through its ability to understand natural language. HelpSocial, Inc. develops cognitive tools that sift through and prioritize this unstructured, often chaotic stream
of data. These tools apply natural language processing to social content to understand not only literal meaning, but also sentiment and intent. They identify sensitive topics and strong emotional expressions
in order to route these interactions to appropriately skilled agents.
For example, an airline customer may post a sarcastic tweet regarding lost baggage. Using sentiment and emotion analysis, the cognitive solution can detect how upset the customer is, and whether they are feeling
anger, disgust, sadness or disappointment.
The tool can help determine whether or not a response is urgent and if the customer should be assigned to an agent with expertise in handling frustrated customers. Armed with these insights, an informed decision
can be made to determine, for example, if a response would be more suitable from the marketing or customer service department.
This automated prioritization filters out the noise and reduces the burden on live agents, allowing them to focus on legitimate requests. This new model reduces cost, improves response time and boosts customer
satisfaction. “Using cognitive computing can automate the handling of growing data streams from social channels,” a HelpSocial executive said. “This allows agents to do more strategic work in the contact